Crisis and Emergency Risk Communication (CERC) model Assignment Sample

Crisis and Emergency risk communication (aka CERC) requires the application of principles backed by pieces of evidence to communicate effectively in times of emergencies. Individuals working in healthcare organizations and information sectors inform stakeholders, and communities, helping them to settle on ideal choices.

CERC recognizes that we work under restricted time limits during emergencies and that we are compelled to accept the imperfect nature of our viable choices. It utilizes observations obtained from research in the domain of public health and risk communication.

Good vs. Bad crisis communication

In a world where bad and good exist side-by-side, it shouldn’t be surprising that these contrasts exist in crisis management and risk communication. A good communicator not only rescues someone in distress but also helps communities to protect themselves.

Bad communicators can cause harmful human behavior like illness, injury, or death. Bad communicators are unaware of the proper way to communicate during emergencies. Good communicators abuse the CERC principles to provide information to individuals who require it the most.

CERC helps the communicators to learn what to convey, the manner and time at which information should get conveyed. CERC is a way to convey easily understandable information to people during emergencies. Right message from the right person at the right time.

Characteristics of Good Communicator

• It includes simple and consistent messages.
• It requires on-time delivery of information.
• Communication should be open and precise.
• It makes use of an effective crisis communication strategy.
• It exhibits expertise

Characteristics of Bad Communicator

• It includes mixed and conflicting messages.
• It involves the late delivery of information.
• It carries paternalistic messages.
• It makes use of unaddressed myths and rumors.
• Communication is overly reassured.

Communicators need to understand that a crisis happens in phases too. Understanding phases involved in disasters help communicators to anticipate risks and respond accordingly. The crisis and emergency risk communication model recognize the types of messages that get conveyed during variable phases of an emergency.

A pre-crisis phase that occurs at the onset of a crisis is the right time to prepare a communication plan, recognizing a crisis and appropriate audiences. The ready resources enable communicators to act rapidly during emergencies. Keep in mind that as the emergency response progresses, the pattern of information and expectations of the audiences should vary.

All crises go through five stages. However, the time of each phase should vary.

Emergency communicators need to

• Recognize that all audiences should experience five phases. However, individuals may go through the communication lifecycle at variable paces.
• Deliver messages to audiences based on the current phases.
• Listen to feedback given by stakeholders to convey messages that meet the evolving needs of communication.

Movement through phases depends on the emergency. Crises may vary concerning intensity and longevity. Well-planned CERC well-integrated in the activities of each phase is essential for effective communication. Health emergencies can balance offering reassurance. Perception of threat can influence activities for protecting the health and privacy of communities.

Sometimes threat and risk perception motivate people to make thoughtful decisions. Sometimes uncertainty and fear of certainty may prevent people from taking action. Though communication tactics may change through the crisis management phase, people need to maintain three objectives throughout the phases. It includes community engagement, encouraging others to participate in decision-making and assessment.

• Engage people from your community, and local leaders in planning and responding to emergencies. Facilitate two-way communication, and engage in active listening.
• Public health experts encourage local people in decision-making, by providing them with information on resources accessible and probable measures that can be taken.
• Tailor messages for particular audiences. Evaluate the reach of your messages and access responses. By finding out communication gaps you can save more lives.

Preparation

• It starts with developing partnerships and building liaisons with community stakeholders and companies that you expect to work together during emergencies.
• Draft and test messages with communities, ensuring that your message is actionable and comprehensive in times of crisis.
• Prepare for all probable crises that you can face.
• Strategize a crisis communication plan.
• Choose and train the spokesperson in your organization. The spokesperson should get well-trained in CERC principles.
• Determine the approval process before releasing a piece of information.

Initial

• addressing thoughts and challenges faced by individuals during a crisis helps to build rapport and support.
• Inform communities about people who are on the verge of risk. Keep in mind that your message should be short, direct, and concise.
• Establish the credibility of your organization.

Maintenance

• Make sure that your community understands the risk they’re facing. Figure out actions they can take to reduce the harm or risk.
• Encourage public cooperation and support with recovery effects.
• address misconceptions, confusions, and unclear facts.

Resolution

• Make the community prepared for all probable crises in the future.
• Remain vigilant or encourage people to take action.

Conclusion

appropriate message from a person at the right time can save lives. CERC aims at providing information that helps people to make life-saving decisions in a crisis. CERC principles revolve around the processes of people affected by, observing, and responding to a crisis. CERC principles are crucial and help people to rebuild and cope-up. Right communication helps people to bring a sense of order in chaotic situations.

Good communication help organizations to maintain trust, managed restricted resources, most importantly to prevent deaths and illnesses.

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